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June 2008
Case

Rackspace Hosting in Late 2000

By: James L. Heskett and W. Earl Sasser

The leadership team of Rackspace, faced with accommodation of its service offering and dwindling financial reserves, decides to make customer focus the rallying cry of its new strategy. This short case was designed as the discussion igniter for a series of short video... View Details

Keywords: Customer Focus and Relationships; Finance; Management Teams; Service Operations; Customer Ownership; Strategy

July 2002 (Revised January 2003)
Case

Harrah's Entertainment, Inc: Rewarding Our People

By: Thomas J. DeLong and Vineeta Vijayaraghavan

Marilyn Winn, head of human resources at Harrah's Entertainment, must make a recommendation to the company's president and CEO about whether the existing bonus payout program is effective at motivating employees or whether it should be revised and/or replaced. A recent... View Details

Keywords: Customer Satisfaction; Economic Slowdown and Stagnation; Compensation and Benefits; Employees; Human Capital; Management Style; Motivation and Incentives; Alignment; Entertainment and Recreation Industry

October 1984
Case

NIKE (A1)

Presents a specific marketing policy decision on the servicing of large, important chain store customers versus giving priority to small specialty running equipment stores. View Details

Keywords: Decisions; Marketing Strategy; Distribution Channels; Apparel and Accessories Industry; Sports Industry

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April 2008
Module Note

Improvement with Customer-Operators

By: Frances X. Frei and Dennis Campbell

Taught as the third module in a Harvard Business School course on Managing Service Operations: Understanding the Customer Operating Role (606-092). Explores how firms can systematically leverage their customer-operators in the organizational improvement process is... View Details

Keywords: Service Operations; Performance Improvement; Customer Focus and Relationships; Framework; Employees; Business Model; Management Practices and Processes; Organizational Design

November 2016 (Revised February 2017)
Case

BrightStar Care: The Evolution of a Leadership Team

By: Boris Groysberg, Colleen Ammerman and John D. Vaughan

BrightStar Care was a rapidly growing franchise of home health care agencies. Founded by husband and wife team JD and Shelly Sun as a single agency near Chicago in 2002, BrightStar had opened nearly 300 franchises across the United States by 2016, generating over $300... View Details

Keywords: Health Care Services; Entrepreneurs; Board Of Directors; Boards Of Directors; Health Care Industry; Growth Strategy; Organizational Change; Brand Positioning; Entrepreneurial Organizations; Entrepreneurial Management; Franchising; Family-owned Business; Home Health Care; Managing Growth; Management Styles; Organizational Development; Talent Management; Women Executives; Women And Leadership; Business Startups; Family Business; Small Business; Talent and Talent Management; Governing and Advisory Boards; Health Care and Treatment; Human Capital; Leadership Development; Leadership Style; Business or Company Management; Growth and Development Strategy; Management Analysis, Tools, and Techniques; Management Skills; Management Style; Management Succession; Management Systems; Management Teams; Brands and Branding; Marketing Strategy; Strategy

August 2014 (Revised March 2015)
Case

Optimization and Expansion at OpenTable

By: Benjamin Edelman and Karen Webster

OpenTable considers adjustments to increase its benefits to merchants, including a novel payments service that lets customers skip the multi-step process of using a credit card. View Details

Keywords: Payments; Pricing; Mobile; Rollout; Incrementality; Innovation Strategy; Credit Cards; Accommodations Industry; Information Technology Industry; United States

November 2000 (Revised November 2005)
Case

Tellme Networks, Inc.

By: Thomas R. Eisenmann and Nicole Tempest

Tellme, an early-stage, venture-backed company based in Silicon Valley, leverages speech-recognition technologies to provide: 1) a "voice portal" with news and other information accessible through any telephone, and 2) turnkey application development and hosting... View Details

Keywords: Entrepreneurship; Digital Platforms; Business Conglomerates; Business Startups; Internet and the Web; Venture Capital; Technology Adoption; Internet and the Web; Brands and Branding; Information Technology; Telecommunications Industry; Technology Industry

May 2007 (Revised April 2009)
Case

Netflix

By: Willy C. Shih, Stephen P. Kaufman and David Spinola

Reed Hastings founded Netflix with a vision to provide a home movie service that would do a better job satisfying customers than the traditional retail rental model. But as it encouraged challenges it underwent several major strategy shifts, ultimately developing a... View Details

Keywords: Business Model; Film Entertainment; Disruptive Innovation; Growth and Development Strategy; Distribution Channels; Service Delivery; Renting or Rental; Competitive Strategy; Motion Pictures and Video Industry

April 2015 (Revised June 2020)
Case

Comcast Corporation (A)

By: Sunil Gupta, Henry McGee, Felix Oberholzer-Gee and Margaret L. Rodriguez

In March 2015, the U.S. television industry received a major wake-up call. HBO, a premium cable channel with over 30 million subscribers, had announced it would begin offering a standalone streaming service. This new service would allow customers to bypass the cable... View Details

Keywords: Cable Television; HBO; Industry Evolution; Television Entertainment; Disruption; Business Model; Competitive Strategy; Media and Broadcasting Industry

July 2016 (Revised January 2019)
Case

Cyber Breach at Target

By: Suraj Srinivasan, Lynn S. Paine and Neeraj Goyal

In November and December of 2013, Target Corporation suffered one of the largest cyber breaches to date. The breach that occurred during the busy holiday shopping season resulted in personal and credit card information of approximately 110 million Target customers... View Details

Keywords: Safety; Credit Cards; Customer Relationship Management; Internet and the Web; Governing and Advisory Boards; Crisis Management; Retail Industry

March 1990
Supplement

OTISLINE (B)

Provides a brief update about the OTISLINE application and service center concept. Includes discussions of the chairman's perception of the impact of OTISLINE on customer service and the field organization's response to the OTISLINE service. Includes a description of a... View Details

Keywords: Technology; Service Operations; Customer Focus and Relationships; Construction Industry

August 2000 (Revised December 2003)
Case

Dell's Working Capital

By: Richard S. Ruback and Aldo Sesia

Dell Computer Corp. manufactures, sells, and services personal computers. The company markets its computers directly to its customers and builds computers after receiving a customer order. This build-to-order model enables Dell to have much smaller investment in... View Details

Keywords: Financial Management; Working Capital; Manufacturing Industry; Computer Industry

31 May 2018
Cold Call Podcast

Careem: Riding the First Unicorn in the Middle East

Keywords: Re: Shikhar Ghosh; Transportation

April 2008 (Revised October 2008)
Case

TD Canada Trust (A): The Green and the Red

By: Dennis Campbell and Brent Kazan

The case series illustrates the role of performance measurement and analytics in translating TD-Canada Trust's service model of "comfortable banking" into operational terms. In 2000, in a banking market where consumers and regulators were typically hostile to mergers... View Details

Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Satisfaction; Commercial Banking; Profit; Balanced Scorecard; Organizational Change and Adaptation; Banking Industry; Canada

November 2004 (Revised September 2007)
Case

The Mitchell Family and Mitchells/Richards

By: Amy C. Edmondson, John A. Davis, Corey B. Hajim and Kelly Mulderry

Describes a small, luxury retail chain's operational sophistication achieved through the use of technology and "high-touch" customer service. A family-run business, Mitchells has built its success with a customer service strategy known internally as "hugging." The term... View Details

Keywords: Family Business; Customer Relationship Management; Knowledge Management; Service Delivery; Organizational Culture; Expansion; Information Technology; Retail Industry

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (E)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.,... View Details

Keywords: Consumer Behavior

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

guilt, lack of customer care, or financial weakness. Financial brands should continue to advertise but with messages that help customers now with recession-relevant product and View Details

Keywords: by John Quelch; Financial Services; Financial Services

August 2001 (Revised March 2003)
Case

PassAct, Inc.

PassAct is a virtual distributor for high-tech R&D components and products, taking orders from researchers within companies, passing them on to appropriate suppliers, and monitoring fulfillment. Customers order from a Web-based catalog with built-in work-flow... View Details

Keywords: Internet and the Web; Order Taking and Fulfillment; Web Services Industry

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October 2021 (Revised December 2021)
Case

Customer-Centric Design with Artificial Intelligence: Commonwealth Bank

By: Karim R. Lakhani, Yael Grushka-Cockayne, Jin Hyun Paik and Steven Randazzo

As Commonwealth Bank (CommBank) CEO Matt Comyn delivered the full financial year results in August 2021 over videoconference, it took less than two minutes for him to make his first mention of the organization's Customer Engagement Engine (CEE), the AI-driven customer... View Details

Keywords: Artificial Intelligence; Customer-centricity; Banks and Banking; Customer Focus and Relationships; Technological Innovation; Transformation; Organizational Change and Adaptation; Performance; AI and Machine Learning; Financial Services Industry; Australia

May 2012
Background Note

Innovation Magic

By: Stefan Thomke and Jason Randal

Why do certain product and service experiences seem like magic, making them all but destined for success, while other items languish on store shelves? For a better understanding of that, perhaps there's no better place to turn to than the world of magic. Consider that... View Details

Keywords: Innovation; Product Differentiation; Experimentation; Personal Strategy ＆ Style; Innovation and Invention; Creativity; Service Operations; Product; Customer Satisfaction

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